Episode 706

full
Published on:

17th Jun 2025

The Muddled Attribution Puzzle Solved: Scott Desgrosseilliers’ 5 Forces

Ralph and Lauren welcome back Scott Desgrosseilliers, CEO of Wicked Reports, to dive into the biggest frustrations plaguing marketers today: accurate attribution. Scott unveils his brand-new “5 Forces” framework, a methodology born out of frustration, testing, and maybe a little time on the toilet—but designed to help marketers and entrepreneurs unlock hidden revenue from their existing data. You’ll learn why most attribution models fail, what metrics actually drive profits, and how to stop flying blind in your media buying decisions. If you’re running multi-million dollar ad spends or just looking to scale smarter, this episode delivers real-world strategies you can implement today.

Chapters:

  • 00:00:00 - Kicking Off with Ralph, Lauren, and a Dash of Chaos
  • 00:00:25 - Pandemic Flashbacks and Entrepreneurial Resilience
  • 00:03:33 - Why Most Marketers Are Still Struggling with Attribution
  • 00:05:05 - The Wild Origin Story of the Five Forces Framework
  • 00:08:17 - Breaking Down the Five Forces That Will Transform Your Ad Game
  • 00:24:04 - How Long Should You Wait to See Real Marketing Results?
  • 00:28:35 - Lifecycle Marketing: Unlocking Hidden Growth in Your Funnel
  • 00:28:59 - Setting Sales Benchmarks That Actually Mean Something
  • 00:29:52 - What Most Marketers Forget to Factor In (That Could Kill ROAS)
  • 00:31:56 - Decision Logs: The Secret Weapon for Smarter Ad Budgets
  • 00:37:49 - Tweaking Traffic, Budget, and Creative for Maximum Impact
  • 00:43:23 - Not All Customers Are Created Equal—Here’s Why That Matters
  • 00:46:21 - Final Thoughts: Why the Five Forces Aren’t Just Theory

LINKS AND RESOURCES:

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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

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Kasim Aslam